IAB (Interactive
Advertising Bureau)
IAB is a non-profit trade association devoted exclusively
to maximizing the use and effectiveness of interactive advertising
and marketing. See iab.net for more information.

iFrame (inline frame)
a floating frame inserted within a Web page which is not
bound to the side of a browser window.

Image map
a GIF or JPEG image with more than one linking hyperlink.
Each hyperlink or hot spot can lead to a different destination
page.

Impression
a measurement of responses from a Web server to a page request
from the user browser, which is filtered from robotic activity
and error codes, and is recorded at a point as close as
possible to opportunity to see the page by the user.

Insertion
actual placement of an ad in a document, as recorded by
the ad server.

Insertion order
purchase order between a seller of interactive advertising
and a buyer (usually an advertiser or its agency).

Instant messaging
a method of users communicating one-to-one or in groups
over the standard IP protocol. Users can assemble “buddy
lists” and chat with friends, family and colleagues.

Intelligent agents
software tools which help the user find information of specific
interest to him/her. The user’s profile is continually refined
and improved based on the user's acceptance or rejection
of recommendations over time.

Internal page impressions
Web site activity that is generated by individuals with
IP addresses known to be affiliated with the Web site owner.
Internal activity that is associated with administration
and maintenance of the site should be excluded from the
traffic or measurement report.

Internet
a worldwide system of computer networks providing reliable
and redundant connectivity between disparate computers and
systems by using common transport and data protocols.

Interstitial ads
ads that appear between two content pages. Also known as
transition ads, intermercial ads, splash pages and Flash
pages.

Intranet
a network based on TCP/IP protocols that belongs to an organization,
usually a corporation, and is accessible only by the organization’s
members, employees or others with authorization.

In-unit click
a measurement of a user-initiated action of responding to
an ad element which generally causes an intra-site redirect
or content change. In-unit clicks are usually tracked via
a 302 redirect. Also known as click-downs, click-ups and
click-withins. See ad click; 302 redirect.

Inventory
the number of ads available for sale on a Web site.

IP (Internet Protocol)
a protocol telling the network how packets are addressed
and routed.

IP address
Internet protocol numerical address assigned to each computer
on the network so that its location and activities can be
distinguished from other computers. The format is ##.##.##.##
with each number ranging from 0 through 255 (e.g. 125.45.87.204)

IRC - (Internet Relay Chat)
1) a facility that allows people to chat in real time. The
chats, or forums, are typed remarks, and they can be either
public or private; 2) a protocol that allows users to converse
with others in real time. IRC is structured as a network
of servers, each of which accepts connections from client
programs.

ISDN (Integrated Services Digital
Network)
high-speed dial-up connections to the Internet over ordinary
copper phone wires. DSL has in large part replaced ISDN.
See DSL.

ISP (Internet Service Provider)
an organization that provides access to the Internet. An
ISP can be a commercial provider, a corporate computer network,
a school, college, university, or the government.

ITI (Information Technology Industry
Council)
represents the leading U.S. providers of information technology
products and services. It advocates growing the economy
through innovation and supports free-market policies. See
itic.org for more information.

iTV (Interactive Television) -
any technology that allows for two-way communication between
the audience and the service provider (such as the broadcaster,
cable operator, set-top box manufacturer) via standard or
enhanced television appliance.